It is understood that UK firms submitted proposals for the brief earlier this week.

"The Singapore Tourism Board appoints all its contracted agencies for a fixed period of two to three years, and undertakes a fresh pitch when these contracts end," said STB Northern and Western Europe Melanie Jones, who declined to provide further details.

Earlier this month the STB kicked off a lucrative tender for global creative, media and digital agency support, currently handled by BBH, MEC and XM Asia, respectively.

The tender is part of an effort to shift STB to a more "consumer-centric" model that pays more attention to visitors from key markets.